How To Build A Marketing Strategy Around Your Industry Event

How To Build A Marketing Strategy Around Your Industry Event

Event marketing may seem daunting at first, but it doesn’t need to be overwhelming.

 

Without reaching out to your target audience and encouraging them to show up for your upcoming event, you would be leaving everything on the table. This is why, no matter how big or small your corporate event is, its success would heavily rely on the event marketing strategy you’ve devised for it.

If you were curious to learn about the formula that event marketing experts use for promoting events, you have come to the right page! In this article, we outline all the steps you need to take in order to build a solid event marketing strategy, regardless of your prior experience. But before we dive in, let’s have a look at why you need to build an event marketing strategy in the first place.

 

Why Having an Event Marketing Strategy is Crucial for Your Event’s Success

 

By building an effective event marketing strategy, you can:

Reach out to your target audience

Even if you’ve put together top-notch content and the best speaker lineup for your industry event, the seats you’ve reserved for your attendees aren’t going to fill themselves.

Increase brand awareness

Event marketing can help increase brand awareness and highlight your product/service offerings in front of your audience.

Estimate the attendance

With the help of your event marketing campaign, you can analyse the response you receive from your audience and get a better idea of how many attendees you can expect to see at your event.

Generate leads

By reaching out to your target audience, you can not only promote your event, but also generate leads for your sales funnel, which is a big plus.

Create a feedback loop

It’s important to meet the expectations of your attendees by having a clear understanding of what they would like to see at the event. Your event marketing campaign can help you create the feedback loop required to gain these crucial insights.

Share regular updates and reminders

By letting your attendees sign up for your event and sharing regular updates and reminders with them, you can keep them posted on what you’ve got in store for them and make sure they are looking forward to attending your event.

 

How to Build an Effective Event Marketing Strategy

 

In order to build an effective event marketing strategy, it’s better to break it down into four parts:

  • Pre-event marketing strategy
  • Event launch marketing strategy
  • Day-to-day event marketing strategy
  • Last day event marketing strategy

 

Pre-event marketing strategy

The goal for this part of the event marketing strategy is to kickstart the promotions for the upcoming event. Since most events organised these days are either virtual events or hybrid events, online marketing plays a key role in creating the pre-event marketing strategy. This is why the following actions are of high importance:

  • Creating an event page to capture early interest and to drive the audience toward the event registration page.
  • Publishing social media announcements to create initial momentum for your event promotion and build a community.
  • Writing a series of blog posts about your event’s mission to tell your audience why you’re organising the event.
  • Starting partner outreach, targeting potential collaborators such as sponsors and media partners.

 

Event launch marketing strategy

Once your pre-event marketing campaign has gained momentum, it’s time to prepare for the event launch marketing. This should comprise of tasks like:

  • Sending out a series of launch emails to potential attendees, including those who have pre-registered.
  • Publishing a press release, aiming to gain press coverage and reach a wider audience.

 

Day-to-day event marketing strategy

Event marketing doesn’t stop once you’re executing your event launch marketing strategy. It’s important to continue building the momentum by:

  • Promoting thought leadership and publishing guest posts by partnering with relevant publishers and organisations that are willing to get the word out about your event.
  • Connecting with influencers who will be happy to share your message with their audiences.
  • Finalising the promotional budget for your event.
  • Sharing announcements about your speaker lineup (via email and social media channels).

 

Last day event marketing strategy

Now is the time to execute all the action items you’ve set aside for the final promotion of your event, including but not limited to:

  • Sharing final messages with your audience via blog posts, emails, and social media updates. Your content should sound more sales-focused with a high level of urgency and direct call-to-action.
  • Promoting attendee referrals by reaching out to your existing pool of attendees and incentivising them with exclusive perks or discounts for promoting your event in their social network.
  • Reaching out to any of your target attendees and other leads who still have not shown interest or confirmed their attendance.

 

Final Thoughts

 

Event marketing is well worth the investment, given that you have built a reliable event marketing strategy and planned the campaign according to your set goals. Keep in mind that the “one size fits all” approach rarely works when it comes to event marketing strategies. Since every event and its target audience is different, the marketing strategy needs to be unique as well. So, make sure your strategy includes a range of suitable marketing tactics, and is not just limited to the ideas we’ve shared above.

To discuss the corporate event you’re planning or to get more event marketing ideas, feel free to reach out to our team of event planning experts who can assist you at every stage of your event planning journey.

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